If you know at least a little the concepts of basic marketing, then most likely you have heard about touches that warm up the audience to perform one or another targeted action (usually the purchase of a service or product).
Alina Bazhenova – author of the book "Sales – relationship strategy", the author of trainings and webinars on strategic marketing, the creator of marketing strategies for brands and the philosophy of "Sex and Marketing" - your own view on the basic concepts in relation to the medical business.
At the BusinesShot-5.0 conference, Alina spoke about 5 main touches to the client in aesthetic medicine, as well as new trends in which modern business moves.
Basic Common Sense Marketing and New Trends
Any business today lives in the reality of huge informational noise. "48 Ways to Boost Sales" "38 Ways to Kill Sales" "How to Find a Specialist" "How to Fire a Specialist" "How to Be a Brand You Like" - all this is infinite. This causes a stupor, since it is completely incomprehensible where to move and how to live.
The second business reality – spending huge budgets not on attracting clients, but on attracting and recruiting staff.
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Clients have their own realities, and they are slightly different from the realities of business. The total trend among women (who are the main clients of the cosmetology and aesthetic medical business) in recent years suggests that women are very tired – tired of making decisions, tired of finding information and analyzing, measuring risks, taking responsibility. Women have to decide everything both in business and in everyday life.
So when a woman is confronted with a brand that says, "We have 48 innovative technologies, take your pick," she will wearily reply, "You take your pick." Women don't want to decide – they want professionals to tell them what to do.
Another total trend – lack of free time, including for self-healing. Now women are doing absolutely incredible things – for example, they combine a business race and a family. Therefore, women still believe in people, believe in specialists, in whose hands you can give yourself and not worry about anything.
This makes it much harder for brands that don't (and don't have) to gain customer trust.
The philosophy of "Sex and Marketing", authored by Alina Bazhenova, sees the brand and the client as people, marketing as a relationship, sex – like sales. Sex, ideally, is neither the beginning of a relationship, nor its finale, nor its most important part. Likewise, selling is not an end in itself. The sale should not be "for one night", but "for life and for love."
It is worth believing in common sense marketing. You can read analytics, collect data, but often they are "cold"; and little is said about it. It's often much more effective to go in and sit near the reception and see how people feel, how they express their emotions.
Basic marketing: 5 touch points for clients in aesthetic medicine
5 points of contact with clients in aesthetic medicine, strictly speaking, work not only in the medical business, but also in any other area in any segment, since they are basic. We will look at them from the point of view of the emotional component: what we say, what the client feels at this moment and what we really should tell him.
1 tap – 1 state – 1 Emote
The very first point of contact and the primary channel of communication, of course, today are social networks. We usually find interesting pages either through advertising or in the mentions of bloggers. And you need to understand that when a person first gets to your page on Facebook or Instagram, he has not yet decided to change his appearance, he does not fully know what he needs, he does not have solutions. Perhaps it is already maturing, because we are usually not completely satisfied with our appearance.
The only emotion that a person experiences who simply surfs pages in social networks – he is in search of a dream. In search of some solution, an idea that can change not only his appearance, but also his inner state and, as a result, his whole life.
All that a person should say at this moment, looking at your page on social networks: "How beautiful!". Give the person an aesthetic visual enjoyment.
There should be little selling content. Otherwise, it should be a blog, a brand story, a story about what you believe in.
So, if a person likes your page, he subscribes to it, and it remains in his life. He follows Stories, looks at posts, reads, and a person can mature into a decision to use the services in six months, or even more. This is absolutely normal.
If the first touch was successful, then it is quite logical that a person will go to the site by making a second touch. Most traffic comes from social media.
And the main motive to go to the site – is to understand the cost and price threshold. Therefore, first of all, it should be easy to find prices for your services on your website.
Besides, already on the site, people are actively interested in how it works, how the results are obtained («before and after»), how the procedures are carried out, etc.
Therefore, – the best place to say that we – professionals.
Here, a personal appeal from the chief specialist or owner is very appropriate, so that the brand has a face. Regalia, awards and achievements are appropriate.
The next logical touch, when everything worked out in social networks and on the website – this is a call. A person makes a call at the most acute moment of need, in the peak phase of desire. Now or never!
And the speed of response often decides whether a sale will happen at all or not.
This includes requests to Direct on Instagram – if you answer in 1-2 hours, then consider that the client is already lost. If you do not pick up the phone and do not call back immediately – Consider you have lost a customer.
The person who answers the phone must know the business inside and out. The phrases "I need to clarify", "Give me a minute", "I'll call you back" are unacceptable. People want to hear from professionals who will immediately prompt and be ready to do it. The confident and friendly tone of a person talking on the phone with a client decides no less than the speed of reaction.
Read also: Sales Strategy: Challenges and Benefits (Part 1)
Fourth touch – exterior. Of course, selling services is more difficult than selling goods. The service is physically intangible, it's just a promise of a result. Therefore, when a person enters the office / clinic, the first thing that goes on in his head is the chain “waiting – reality».
If "façade" will not be very beautiful, then all previous touches can be nullified.
Aesthetic clinics cannot afford to be in semi-basements, not ennoble the area around, poorly clean the territory and premises, make expensive repairs inside, and leave an unsightly building on the outside.
The exterior should say to the client: “We are serious. We have not rented any suitable premises. We won't move out of here in a month. We are fundamentally here. Is always. For you.
And the final touch – interior. In the sale of services, the interior determines the price threshold. The client does not know the cost of your equipment, he is unlikely to realize that in each office of your clinic there is (in monetary terms) an alternative to an expensive foreign car. He sees just an unfamiliar apparatus that promises him a magical transformation. Should this apparatus be placed in a small, modest study, or should it be placed in a spacious, light, luxurious study? Feel the difference.
Create a temple of beauty, cultivate an atmosphere. The staff, of course, should also be involved in this.
Read also: Sales Strategy: Challenges and Benefits (Part 2)
Of course, the high qualification of doctors and staff is meant as the basic foundation of all of the above. If there is no foundation, there is simply no point in building a house – it will be a house of cards.
These rules, as we mentioned above, can be used not only for aesthetic medicine and cosmetology, but also for any business that sells services. Alina Bazhenova guarantees that these 5 touches to the client will always work equally well.
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